Sökning: "femvertising"

Visar resultat 16 - 20 av 86 uppsatser innehållade ordet femvertising.

  1. 16. Be Proud of Your Menstruation! A case study of commodity feminist discourse in mainland China.

    Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Yiyun Zhu; [2022]
    Nyckelord :Menstruation; Femvertising; Regional adaption; Orientalism; Critical Discourse Analysis CDA ; Social Sciences;

    Sammanfattning : Adopting a critical discourse analysis approach, this study presents a case study around the “Menstruation should not be hidden” campaign launched by the Swedish brand, Libresse, in the Chinese market. With the aim to explore how does the brand strategically use female empowering discourse to construct new meanings of menstruation for a regional market, and the socio-cultural factors involved. LÄS MER

  3. 17. Autentisk femvertising : Dimensioner av autentisk femvertising och betydelsen med avseende på generationer

    Kandidat-uppsats, Uppsala universitet/Företagsekonomiska institutionen

    Författare :Julia Hellström; Elin Andersson; [2022]
    Nyckelord :Femvertising; Autencitet; Kvinnliga konsumenter; Reklam; Kvantitativ metod; Explorativ faktoranalys; ANOVA; Post Hoc test;

    Sammanfattning : Syftet med studien är att undersöka autentisk femvertising från ett kvinnligt konsumentperspektiv. Detta görs genom att utforma en generaliserad modell av vad som anses vara av betydelse för att femvertising ska upplevas autentiskt. Vidare undersöks hur olika generationer förhåller sig till autentisk femvertising. LÄS MER

  4. 18. Inclusive marketing : A study of Swedish female consumers’ perceptions of inclusive advertisements in the fashion industry

    Uppsats för yrkesexamina på avancerad nivå, Umeå universitet/Företagsekonomi

    Författare :Cornelia Wiklund; [2022]
    Nyckelord :Inclusive marketing; Advertising; Brand attitudes; Diversity; Swedish consumers; Fashion industry;

    Sammanfattning : In the last decades we have seen an increase of inclusive marketing, partly because of an increase of consumer awareness and expectations. But it can be hard to succeed with inclusive marketing, and previous research shows that many companies have been accused of CSR- washing, forced diversity, etc. LÄS MER

  5. 19. Unga vuxnas attityd till femvertising och femwashing : En kvantitativ studie om feministiska budskap i marknadsföring

    Kandidat-uppsats, Örebro universitet/Institutionen för humaniora, utbildnings- och samhällsvetenskap

    Författare :Emmelie Modin; Joline Olsson; [2022]
    Nyckelord :Femvertising; femwashing; feminism; postfeminism; advertising; attitude; social responsability; feminist messages; equality; women’s empowerment; Femvertising; femwashing; feminism; postfeminism; marknadsföring; attityd; socialt ansvar; feministiska budskap; jämställdhet; women’s empowerment;

    Sammanfattning : Consumers and the society as a whole are increasingly demanding companies to take their social responsibility and work actively for gender equality. Companies have therefore begun to use feminist messages in their advertising, also known as femvertising. LÄS MER

  7. 20. The sisterhood saving the world through shopping

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Filippa Kjellberg; Amanda Nordlander; [2022]
    Nyckelord :Fast fashion; Sustainability; Ethical consumption; Authenticity; Femvertising; Business and Economics;

    Sammanfattning : The purpose of this study was to understand how young females navigate as consumers of fashion with reference to ethical concerns and further, to understand and analyse how these consumers experience a responsibility for sustainability matters in the context of fashion.... LÄS MER